Entertainment brands may appear to have it easy but not many people know that Bloomr.SG somewhat functions like a start-up. Low brand awareness, conflicting priorities, resource constraints — you name it, we face it. With a fresh pair of eyes, I was tasked to help increase public knowledge of Bloomr.SG, align its image and style. Apart from working with a bigger pool of social influencers, the Bloomr.SG team now offers social-as-a-service and content creation as well. Dynamics evolved since its inception in 2017. To revamp something (or system reboot, i call it) is exciting and challenging. Nonetheless, transitioning from a Mediacorp asset to a meaningful social brand PLUS getting tonnes of people to engage with our content will be sweet.
Note to self: think business objectives, targeted messages and content synergy, Lisa!
Not to be confused with marketing, branding positions the corporate identity and in turn builds rapport and instills loyalty among stakeholders.
Vision, values, archetype, essence and tone are elements that make up the brand personality. This has to speak to the 2 types of communities we serve, businesses and consumers.
ICYMI: Jennifer Aaker identified 5 dimensions of brand personalities — sincerity, excitement, competence, sophistication and ruggedness.
Brand voice in turn is a composition of brand personality (consistent) and brand tone (adaptable) infused into corporate communications. Though we come together with different skill sets, the Bloomr.SG team shares the love of delivering quality, fun and creative work. This has to be translated to the tangibles and intangibles since such affects the way consumers perceive us through visuals, copywriting, colors etc. For example, yellow represents optimism and cheerfulness in color psychology. When a brand looks good, the consumer feels good, likely to trust and will want to be associated with. Of all, the need to refresh logo, website and tagline is of utmost importance in view of competitive demand situations.
There are definitely multiple ways to establish relationships with the intended but the trick is to strategically market the brand in phases so to generate more sales leads and profits in the long run. For now,
- Display advertising and new media marketing? Checked.
read: website, email signature, social media content, media kits, newsletter, work journals, corporate video and images
2. Interactions with influencers, peers and clients? Trend observations? On it.
read again: meetings, casual chats, online research, high profile interviews, events. Learning through understanding in short.
3. How about offline branding, you asked? Online channels can only do so much, of course we need them to support the ecosphere!
read again and again: lanyard, standees, photo props, name-cards etc
Content strategy is crucial to make a lasting impact if the brand is looking to constantly feed information to target audiences online. Authentic storytelling (ie being transparent, relatable builds emotional connection), celebrating corporate successes via social media shout-outs or producing content that value-adds and interests people usually help brands achieve top of mind awareness and admirable SEO ranking indirectly.
Digital branding, is akin to running a marathon. No doubt there are a couple of things to work on and obstacles to overcome (eg. deadlines, mounting workload) along the way, yet it will be worth the while when one sees (improved brand recognition) and reaches the finishing point (earns market share).
We are small, but hear us roar.
